While we do our colour palettes for fun, I decided to do a monthly look at an individual colour…and to kick it off we are starting with yellow. We are starting with yellow because some of you will know it’s not my favourite colour- I took my bathroom walls from a cheerful yellow to a pale purple……but I digress. The point here is to examine colours and their associations and applications for branding or marketing materials. We often find that many small business owners will choose their favourite colour for their branding colours- we have spoken about this before and it’s usually NOT the way to go.
Yellow.
Yellow, the colour of sunshine and optimism, holds a unique place in both psychology and marketing. Often associated with happiness and energy, it is a colour that captures attention and evokes feelings of warmth. In marketing, yellow is strategically used to create a sense of urgency and attract customers, making it a great colour for brands or marketing material.
Cultural Significance.
Yellow holds different meanings across various cultures:
Western Cultures: In many Western societies, yellow symbolises happiness, warmth, and caution (like in traffic signs). It can also represent cowardice or deceit.
Eastern Cultures: In China, yellow is associated with royalty and prosperity. In India, it is linked to the gods and is worn during religious ceremonies.
Middle Eastern Cultures: Yellow can represent happiness and prosperity but also caution and warning.
Historically, yellow has been a colour of prestige and importance. In ancient Egypt, yellow was associated with the gods and eternity, while in medieval Europe, it was linked to merchants and those in the trade. Understanding these cultural nuances is vital for brands operating internationally, as the same colour can convey drastically different messages.
Psychological Impact of Yellow
Common perceptions of yellow include-
Happiness and Positivity-Yellow is frequently linked to joy, cheerfulness and sunshine, making it a popular choice for brands aiming to convey friendliness and fun.
Energy and Enthusiasm-Yellow can stimulate mental activity and increase energy levels, which is why it’s often used in environments that require focus and creativity.
Attention-Grabbing– Yellow is one of the most visible colours from a distance, making it effective for attracting attention (think construction/ high vis vests) and highlighting important information.
Sickly/Frustration– too much yellow can lead to feelings of frustration or anxiety, as it’s one of the most visible colours in the spectrum. Also some shades of yellow are associated with sickness.
YELLOW MOOD BOARD
This mood board displays the versatility and impact of yellow in design and branding, we’ve curated a mood board showcasing various shades of yellow and their unique emotional tones.There are a diverse range of yellows, from muted pastels to vibrant neons.
These visuals will provide a deeper understanding of how different yellows can be used to evoke specific feelings and enhance your creative projects.
Marketing Applications.
Yellow is a favorite in marketing for its ability to grab attention and convey positivity.
Some brands that use yellow
Snapchat: The social media app uses a yellow ghost logo, which stands out on smartphones and digital platforms. The colour choice conveys energy, youth and creativity, reflecting the playful and spontaneous nature of the app. Yellow also contrasts well with other social media platform colours, making it easily recognisable.
CAT (Caterpillar Inc.): Known for its heavy machinery and equipment, CAT uses yellow in its branding to convey safety and reliability. The colour is often associated with caution and alertness, which is crucial in the construction and industrial sectors. The choice of yellow also makes the equipment easily visible in various work environments, enhancing safety.
Shell: The oil and gas company uses a yellow shell in its logo. The colour represents energy and warmth, aligning with the company’s core business. It also creates a bright and positive image, helping to soften the perception of the industry’s environmental impact.
Subway: The fast-food chain uses yellow in combination with green. The yellow represents freshness, optimism, and the promise of a quick and healthy meal experience.
Ferrari:
Ferrari uses yellow as the background colour for its iconic prancing horse logo. Online it appears in black or white without the yellow. The yellow represents the city of Modena, where the company was founded. It also conveys energy and excitement, which is fitting for a luxury sports car brand known for its speed and performance.
National Geographic:
National Geographic uses a yellow rectangle as part of its logo. The colour yellow is associated with exploration and knowledge, reflecting the brand’s focus on science, adventure, and discovery. The yellow box is simple yet instantly recognisable, symbolising a window into the world.
These businesses use yellow strategically in their branding to convey specific emotions or values.
Yellow is a vibrant colour that pairs well with cool blues and blacks, creating striking contrast. Black text on yellow backgrounds offers high legibility, and yellow accents or logos stand out on white backgrounds. However, using too much yellow can overwhelm the senses and be hard to read. Effective yellow branding involves using the colour sparingly against neutral backdrops.
While yellow is attention-grabbing, can suggest a cheap discount or warning. Of course it depends on the situation and shade of yellow that is being used. If you are wanting to use yellow explore a variety of different shades to see what suits your purpose or brand best.
Practical Tips
The Colour Wheel
Basic Terms
- Shades: Created adding black to a colour, making it darker. eg. Darker versions of yellow, like mustard or gold.
- Tints: Created adding white to a colour, making it lighter. eg. Lighter versions of yellow, like lemon yellow or cream.
- Tones: Created adding grey to a colour, creating a muted or desaturated version.eg. Muted versions of yellow, like olive or khaki.
Colour Schemes
These are combinations of colour based on their relationship on the colour wheel for our starting colour of Yellow we have used Color Adobe and then itemised each colour below the wheel for easier reference.
- Analogous: Colours that are adjacent to each other on the colour wheel. They create harmonious and soothing colour schemes. eg. Yellow, Green-Yellow, Green
- Monochromatic: Uses different shades, tints, and tones of a single colour. Creates a sophisticated and elegant look.
- Triad: Uses three colours equally spaced on the colour wheel. Creates vibrant and eye-catching combinations.
- Complementary: Uses two colours that are opposite each other on the colour wheel. Creates high contrast and energetic schemes.
- Split Complementary: Uses one colour and the two colours on either side of its complement. Offers a balance between harmony and contrast.
- Square: Uses four colours equally spaced around the colour wheel. Creates bold and dynamic schemes.
Incorporating Yellow into Design and Branding
Dos:
– Use yellow as an accent colour to highlight key information.
– Pair yellow with complementary colours (like gray,blue,) to balance its vibrancy.
– Consider the context and audience—youthful brands can go bold, while more serious brands should use yellow sparingly.
Dont’s:
– Avoid using too much yellow, as it can overwhelm and detract from your message.
– Steer clear of combinations with clashing colours that may evoke negative feelings.
– Don’t forget to consider visibility—ensure that text on a yellow background is easy to read.
Conclusion
Yellow is a colour that embodies joy, creativity, and warmth, making it an invaluable asset in both psychology and marketing. When used thoughtfully, it can enhance brand identity and emotional connection with audiences.
References
Colour Psychology: The Emotional Effects of Colors in Marketing.
ColorMeanings.com
Effective Use of Yellow in Marketing. (2021). Marketing Insights Journal.
The very well mind – Color Pyschology
The Meaning of Colors in Different Cultures.
How Brands Use Color in Marketing (Hubspot)
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